AdvertisingandPublicRelations(英文版演讲稿)

精品资料网

()专业提供企管培训资料第一页，共三十六页。U.S.advertising

spending

exceeds$215billionper

yearIndustryemploysonly272,000Ad

budgetsofsomefirmsexceedC2002

South-Western第二页，共三十六页。over$2

billion

peryearAdvertisingNew

brandsspend

proportionatelymore

for

advertising

than

old

ones.Acertain

levelofexposure

is

neededto

affect

purchase

habits.Beyondacertain

level,diminishing

returns

setin.Advertisingand

MarketShareC2002

South-Western第三页，共三十六页。Average

U.S.citizen

isexposedtohundredsof

ads

each

day.Advertising

may

change

a

consumer'sAdvertising

can

affect

consumer

ranking

ofbrand

attributes.Advertising

and

the

Consumerattitudetowarda

product.C2002South-Western第四页，共三十六页。C2002

South-Western第五页，共三十六页。Designed

to

enhance

a

company's

imagepartic

y

ads.caftceitMct/un-MarrodthalaurMajorTypes

ofAdvertisingDesigned

to

tout

the

benefits

of

aspecific

good

or

service.Institutional

AdvertisingProductAdvertising2Compares

two

or

more

competingbrands'product

attributes.Used

ifgrowth

issluggish,orifcompetition

isstrong.

Burgerwars,Colawars,LaundrywarsC2002South-Westen第六页，共三十六页。ProductPioneeringAdvertisingComparativeCompetitiveAdvertising

Campaign

3adv

rti

en

l

ingon

a

common

theme,slogan,and

set

of

advertisingappeals.sdcuateoefrtsofsemserieseAC2002South-Western第七页，共三十六页。Steps

in

Creating

anAdvertising

CampaignDeterminetheadvertisingobjectives.C2002South-Western第八页，共三十六页。Make

creative

decisions.Make

media

decisions.Evaluatethecampaign.3Setting

ObjectivesThe

DAGMARApproachDefiningAdvertisingGoalsforMeasuredAdvertising

ResultsGoalofsctivetisingbjeverOAdDefineTargetAudienceDefine

Desired

PercentageChangeC2002South-Western第九页，共三十六页。Define

the

TimeFrameforChangeNow,do

you

remember

AlDA?33ldentifyProduct

BenefitsDevelopand

Evaluate

AdvertisingAppealsExecutethe

MessageEvaluate

theCampaign's

EffectivenessC2002South-Western

10第十页，共三十六页。ComponentsofCreativeDecisionsCreative

Decisions精品资料网

(http://w.cnshu.cn)专业提供企管培训资料Identify

Product

Benefits"Sell

the

Sizzle,not

the

Steak"Sellproduct'sbenefits,notitsattributesA

benefit

should

answer“What's

in

it

for

me?”Ask“So?”to

determineif

it

is

a

benefitC2002

South-Western第十一页，共三十六页。3Reason

for

a

personto

buy

a

product.AdvertisingAppealC2002South-Western

12第十二页，共三十六页。ProfitProduct

saves,makes,or

protects

moneyHealthAppeals

to

body-conscious

or

health

seekersLove

or

romanceUsed

in

selling

cosmetics

and

perfumesFearSocial

embarrassment,old

age,losing

healthAdmirationReason

for

use

of

celebrity

spokespeopleConvenienceUsed

for

fast

foods

and

microwave

foodsFun

and

pleasureKey

to

advertising

vacations,beer,parksVanity

and

egotismUsed

for

expensive

or

conspicuous

itemsEnvironmentalConsciousnessCenters

around

environmental

protectionCommonAdvertisingAppeals3第十三页，共三十六页。Unique

Selling

PropositionC2002South-Western

14第十四页，共三十六页。Desirable,exclusive,andadvertising

the

themebelievable

selected

asappeal

for

acampaign.3Executing

theMessageScientific

Slice-of-LifeMusical3LifestyleSpokes-person/

TestimonialFantasy15CommonExecutionalStylesHumorous2002

South-VReal/Animated

ProductSymbolsMood

or

ImageDemon-

stration第十五页，共三十六页。Video

and

Class

ActivityC2002

South-Western

16第十六页，共三十六页。Major

TypesofAdvertisingMediaMagazinesRadioTelevisionOutdoorInternetAlternativeC2002South-WesternMedia

TypesNewspapersMedia17第十七页，共三十六页。AdvertisingSpendingfor

1999

4□

Magazine■Yellow

Pages□

Internet

]Radio

NewspaperrionostdoleviueOTC2002South-Western

18第十八页，共三十六页。An

arrangement

in

which

themanufacturer

and

the

retallersplit

the

costsof

advertising

themanufacturer's

brand.精品资料网

(http://w.cnshu.cn)专业提供企管培训资料Cooperative

AdvertisingC2002South-Western

19第十九页，共三十六页。Year-roundreadership◆

Geographic

selectivity

d

ividual

marketcoverageLimiteddemographic

selectivityLittle

color◆

May

be

expensive◆

Low

pass-along

rateShort

lead

timeClutterindiacyghmeHiImMassmarketmediumC2002South-Western

20第二十页，共三十六页。NewspapersAdvantagesDisadvantagesMagazines

AdvantagesDisadvantagesGood

reproduction

Higher

cost

per

contactDemographic

◆

Long-term

advertiserselectivity

commitments◆

Regional/local

Slow

audience

build-upselectivity

Limited

demonstration◆

Long

advertising

life

capabilities◆

High

pass-along

rate

Lack

of

urgencyLong

leadtimeC2002South-Western

21第二十一页，共三十六页。

dlei

ys

entation

Immediateand

portable

Geographicflexibility◆EntertainmentcarryoverShort-termadcommitmentsmdeganencectivitauSeNovisual

treatmentShort

advertising

life◆

Highfrequencytogenerate

retentionCommercialclutter

BackgrounddistractionsAdvantages

DisadvantagesC2002

South-Western第二十二页，共三十六页。BadioTelevisionAdvantagesWidediverseaudienceLow

cost

per

thousandCreativeanddemonstrativeImmediacyofmessages

Entertainmentcarryover

Demographicselectivity

with

cableC2002DisadvantagesShort

llifeofmessageExpensivewith

highcampaigncostLittledemographicLong-termadvertisercommitmentsLong

leadtimesClutterSouth-Western

23selectivitywith

network第二十三页，共三十六页。Highexposurefrequency◆

Moderatecost◆

Flexibility◆

Geographicselectivity

Broad,diversemarketShort

message

Lackofdemographic

selectivity◆

High"noise"levelOutdoor

MeAdvantagesC2002

South-Western

24第二十四页，共三十六页。Disadvantagesdia精品资料网

(http://w.cnshu.cn)专业提供企管培训资料Internet

and

WorldAdvantagesFast

growingAbilitytoreach

narrow

target

audienceShortlead

timeModerate

costDifficult

to

measure

adeffectiveness

and

ROli

pt

lies

onNot

all

consumershave

access

tointernethrgeurouhrosckex"clAdWide

WebDisadvantagesC2002

South-Western

25第二十五页，共三十六页。AIternativeMediaFax

Machines●VideoShoppingCartsExamplesofComputerAlternative

Media

Screen

SaversInteractive

KiosksAds

inMoviesandVideosC2002

South-Western第二十六页，共三十六页。ReachFrequencyAudienceSelectivityC2002

South-Western

274Media

Selection

ConsiderationsCostper

ContactFactorsInfluencingMediaMixDecisions第二十七页，共三十六页。Thecostof

reaching

onememberofthetargetmarket.ga

tl

ts

r

dThe

number

oftimesanindividual

isuring

aexposeeeoncumsneacomercialeroftaromcuto

ahe

n精品资料网

(http://w.cnshu.cn)Media

MixCost

per

ContactReachFrequencyAudience

TheabilityofanadvertisingmediumSelectivity

to

reach

a

precisely

defined

market

.C2002South-Western

28第二十八页，共三十六页。exposed

to

a

sioadge

during

a

timerseepmSelection

Considerationstime

period.专业提供企管培训资料ContinuousMediaScheduleAdvertising

is

run

steadily

throughouttheperiod.FlightedMediaScheduleAdvertisingisrun

heavilyevery

othermonthoreverytwoweeks.PulsingMedia

ScheduleAdvertisingcombines

continuousSeasonalMediaScheduleAdvertising

is

run

only

when

theproduct

is

likelytobe

used.C2002

South-Western

29第二十九页，共三十六页。Media

Schedulingschedulingwithflighting.C2002

South-Western

30第三十页，共三十六页。Class

ActivityEvaluatespublicattitudesldentifies

issues

ofpublic

concernC2002South-Western第三十一页，共三十六页。ExecutesprogramstogainpublicacceptanceThe

Role

ofPublicRelationsBelationsPublic31Functionsof

Public

RelationsPress

RelationsProduct

PublicityCorporate

CommunicationPublic

AffairsLobbyingEmployee

and

Investor

Rel